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The design is fine. Certain things can be tweaked but great web design isn't really going to drive the product. The taste, market-fit and brand probably have more impact.

I'd suggest offering samples for a small price. Convincing customers about the taste with only a website can be an uphill battle unless they've been recommended the product, or actually tasted it. Perhaps free taste samples in stores can be a sales channel to the web site.

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Thanks for the suggestion! We're exploring what we can do here. Ideally we'd love to make sampling really easy & inexpensive but with our current costs it's simply not feasible right now.

There must be some price where you would break even shipping out a single tube.

You could charge that amount for a sample, even if you consider it overpriced.

You might be surprised at how many people want to try it, but don't want to commit to a subscription right away.

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